Bureau West

Many articles are being written about how companies should not cut back on marketing during the recession.  While this may be true, many companies have no choice in the matter because of decreased revenues.  So companies are looking for ways to market more effectively.

There’s some great advice in a recent article by marketing consultant David Evans.  Among other things, he suggests looking at new ways to segment your customers more profitably.  For example, rather than segmenting based on purchase size, a company might do better defining customer segments based on their needs.  Once segments with the highest potential are identified, you can focus your marketing dollars on those segments.

Evans suggests refreshing customer insights to understand how purchase intentions are impacted by the economy.  Unsurprisingly, we couldn’t agree more!

An article in the Financial Times makes another great point: companies have an opportunity to stand out when their competitors spend less on marketing.  “Recessions offer us the opportunity to be heard.”  With smart marketing strategy, your company may be able to emerge from this recession ahead of the competition!

To discover the smartest ways to connect with your customers, call us at (818) 752-7210.

Sources: “Follow These 5 Marketing Tactics to Succeed During the Downturn – Part 1: Offline,” evmarkpartners.com, February 13, 2009; “Marketing during economic downturns,” Financial Times, February 5, 2009

Remember how in the story of The Three Bears, Goldilocks samples the porridge and one is too hot, the other – too cold, and the third is just right?  We feel that video focus groups may frequently be the “just right” method between in-person focus groups and online bulletin board focus groups, offering the benefits of both.

As you may know, online bulletin board focus groups offer the convenience of respondents being able to participate from their own locations at times of their choosing throughout the day.  We also find they’re less influenced by others’ opinions when they’re participating from the psychological safety of their home or office.  And of course, we’re able to get geographically dispersed respondents and not spend any time or money on travel.

However, participants in online bulletin board focus groups do tend to interact less than they would in regular focus groups.  And we miss the body language and spontaneity that we see in traditional groups.

Now that video focus groups have overcome their technical hurdles, they offer the best of both worlds.  They offer the visual benefits of seeing spontaneous reactions in real-time, but also provide the psychological safety, geographical dispersion and travel savings (they can even be used for overseas research).  In the past, video was slow, sound quality was questionable and respondents had to download special software.  But, nowadays, with the use of Flash, we can easily conduct small groups of 4-5 respondents with great audio and video.

With today’s decreased travel budgets and overworked executives, video focus groups are something most companies will want to consider.  Give us a call at (818) 752-7210 and we can discuss the best method or methods to answer your research questions.

We all know that most consumers are concerned about spending in the current recessionary atmosphere.  But how does that concern affect their shopping habits?  In some cases, consumers are buying cheaper items, but more of them, spending the same amount of money as before.  For example, the Herald Tribune reported that at wine.com, the average price of a bottle of wine purchased in December was 17% below the average of the year before, but the number of bottles sold was 15% higher than a year ago.  Similarly, at 9 Mile Schoolhouse Christmas Market in Montana, customers tended toward the smaller and less expensive Christmas decorations, but total revenue per customer was 18% higher than the previous year.

We’re not ignoring the fact that revenue and profits are indeed down for many retailers in this recession.  But is there anything marketers can learn from the sales of wine and Christmas ornaments?  We think those examples may represent a trend toward small indulgences.  That is, consumers are forgoing some luxuries and trading down, but then compensating themselves with a small reward. 

Marketers can benefit by repackaging products and services to fit this trend.  This can work at different ends of the economic spectrum.  For example, companies that offer high-end Baltic cruises might want to also offer a weekend getaway in the United States.  Note that high-end customers don’t want ostentatious displays of wealth right now: consider offering less flashy destinations.  Perhaps a quiet pampered getaway including gourmet food and wine. 

And companies appealing to more mainstream customers may want to consider offering less expensive options.  For example, a company offering activities for kids may have a full-day option that costs $75, which might scare away many parents at the moment.  But a three-hour workshop for $40 could seem very appealing, especially when that alternative is presented alongside the $75 option.

What are the best options to offer your prospects?  We are able to find the answer to this question by conducting market research that asks about trade-offs.  “Which would you prefer: option A for X dollars or option B for Y dollars?”  We then discuss the options further with respondents, and sometimes it turns out they actually prefer some other combination that hadn’t initially been considered!  To discuss how to uncover the most appealing offers for your prospects, give us a call at (818) 752-7210.

Sources: “Buying less expensive wine, and more of it,” International Herald Tribune, January 1, 2009; 9 Mile Schoolhouse, www.9mileschoolhouse.com

Social media is a hot topic nowadays.  Most marketers know it is important, but many are unsure how social media should fit into their marketing strategy.  First, let’s define what social media is: typically, social media refers to websites where users create most of the content.  Of course, that short description covers a wide range of web properties: social networking websites such as Facebook and MySpace, opinion sites such as Reddit or Epinions, customer review areas on web sites, content sites like YouTube, blogs, fan websites and various combinations of the above.

There is no doubt that social media are becoming a very powerful tool in reaching consumers.  People frequently turn to social media when they’re in the market for a product or a service.  And a recent study by branding agency Cone found that social media are particularly effective in connecting with hard-to-reach audiences such as men and high-income households.  Marketers’ challenge: how to effectively utilize social media for marketing when there are so many different options?

There are a variety of approaches.  For example, Dell is investing in social media to turn around perceptions of its customer service.  It has a squad of 42 employees who spend their workdays engaging with the communities on Facebook, Twitter, and other social media, addressing customers’ concerns.  They’ve also added blogs and message boards to their site in the hope that irate customers will talk to the company rather than gripe to the whole Internet.  And they’re actually using the feedback to improve their products and their service.

Some marketing agencies try to simplify the process for clients by offering integrated campaigns that target multiple social media at once.  For example, Centric creates campaigns that might include acquiring “friends” on various social networks and developing a downloadable widget which is then seeded on various relevant websites and blogs.  They say their clients have achieved better results than they did with traditional online advertising for a fraction of the cost.

My very smart friend and colleague Jenka Gurfinkel adds that social media marketing also requires a change in marketers’ overall approach:

“Social media strategy is not just about using the latest social networking site to promote a campaign once it’s done. By then it’s already too late. I think it’s easy to get stuck thinking about ‘social media’ in the mindset of traditional media–as something that you put the advertising/content ON, like seeding online forums, for instance.  Really effective social media strategy is about integrating methods for generating exposure through social media and online communities into the campaign strategy from the beginning. It can be as simple as making sure to incorporate a ‘share this’ button, or offering an ‘embed’ option for online videos, or more complex strategies like, for instance, leveraging experiential marketing to generate content that can be used online to extend the lifespan of the campaign further. Ultimately social media strategy is about creating ways for the advertising content itself to become social.” [emphasis added]

Sources: “Cone Finds That Americans Expect Companies to Have a Presence in Social Media,” September 25, 2008, http://www.coneinc.com/content1182; “Michael Dell ‘Friends’ his customers,” September 4, 2008, http://money.cnn.com/2008/09/03/technology/fortt_dell.fortune/index.htm; Centric – Agency of Change, http://www.centric.com/; Jenka Gurfinkel, http://social-creature.com/